Who is really in charge of your consumer habits? Your choices? Your life? Marketing guru Galit Rov Zecler takes you behind the scenes of the marketing business to show you how to retake control of your money—and your choices.

Every day, we are exposed to countless advertisements showcasing all the new products, brands, and things we simply must buy to satisfy our needs. Companies try endlessly to convince us that their brands—and only their brands—can make us happier, stronger, eco-friendly, or just plain old better.

So, what makes us pick one brand over dozens of others? And how can we take control back so we don’t literally lose our minds the next time we go shopping for groceries?

Galit Rov Zecler knows all about the tactics, tools, and mind games that brands and companies use to influence our behavior, having spent over twenty years working with international brands like Coca-Cola and JTI—until she decided to break ranks and give the power back to consumers.

With humor and sincerity backed by decades of research and a lifetime of experience, Zecler takes us behind the scenes of the advertising industry. In her groundbreaking book, she makes all her experience and savvy available to us, posing and answering industry-standard questions like:

• How do dopamine and endorphins make us buy excessively?
• Why do most advertisers seem to develop a social agenda overnight?
• What colors make us want to buy more—and what is sensory marketing?
• Why do brands use stories to make us spend more money than we should?

This Is How They Fool Us is a fascinating and accessible deep dive into the world of our consumer culture and a must-have guide to staying one step ahead of the marketing machine.